Now you’ve said clearly what your brand po­s­i­tion is, and you’ve de­veloped a hierarchy of mes­saging, you need to de­vel­op a com­mu­nic­a­tion plan .

I saw a communication plan this week that was just some words on a page. That was it. An actual communications plan has

• Your tar­get audi­ence

• Your com­mu­nic­a­tion ob­ject­ives

• Your

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